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build_creative

Transform or generate a creative manifest for a specific format. This task takes a source manifest (which may be minimal for pure generation) and produces a target manifest in the specified format. Key concept: build_creative is fundamentally a transformation - it takes a creative manifest as input and produces a creative manifest as output. For pure generation (creating from scratch), the source manifest is minimal (just format and seed assets). For transformation (e.g., resizing, reformatting), the source is a complete creative. For information about format IDs and how to reference formats, see Creative Formats - Referencing Formats.

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Request Parameters

ParameterTypeRequiredDescription
messagestringNoNatural language instructions for the transformation or generation. For pure generation, this is the creative brief. For transformation, this provides guidance on how to adapt the creative.
creative_manifestobjectNoCreative manifest to transform or generate from (see Creative Manifest). For pure generation, this should include the target format_id and any required input assets (e.g., promoted_offerings for generative formats). For transformation, this is the complete creative to adapt.
target_format_idobjectYesFormat ID to generate. Object with agent_url and id fields. The format definition specifies required input assets.
Important: Required inputs like promoted_offerings should be included in the creative_manifest.assets object, not as separate task parameters. The format definition specifies what assets it requires.

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Use Cases

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Pure Generation (Creating from Scratch)

For pure generation, provide a minimal source manifest with the required input assets defined by the format: 
{
  "message": "Create a banner promoting our winter sale with a warm, inviting feel",
  "target_format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_300x250_generative"
  },
  "creative_manifest": {
    "format_id": {
      "agent_url": "https://creative.adcontextprotocol.org",
      "id": "display_300x250_generative"
    },
    "assets": {
      "promoted_offerings": {
        "brand_manifest": {
          "url": "https://mybrand.com",
          "colors": {"primary": "#FF0000"}
        },
        "inline_offerings": [
          {
            "name": "Winter Sale Collection",
            "description": "50% off all winter items"
          }
        ]
      }
    }
  }
}

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Transformation (Adapting Existing Creative)

For transformation, provide the complete source manifest: 
{
  "message": "Adapt this creative for mobile, making the text larger and CTA more prominent",
  "creative_manifest": {
    "format_id": {
      "agent_url": "https://creative.adcontextprotocol.org",
      "id": "display_300x250"
    },
    "assets": {
      "banner_image": {
        "asset_type": "image",
        "url": "https://cdn.example.com/original-banner.png",
        "width": 300,
        "height": 250
      },
      "headline": {
        "asset_type": "text",
        "content": "Winter Sale - 50% Off"
      }
    }
  },
  "target_format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_mobile_320x50"
  }
}

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Format Resizing

Transform an existing creative to a different size: 
{
  "creative_manifest": {
    "format_id": {
      "agent_url": "https://creative.adcontextprotocol.org",
      "id": "display_728x90"
    },
    "assets": { /* complete assets */ }
  },
  "target_format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_300x250"
  }
}

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Response Format

The response contains the transformed or generated creative manifest: 
{
  "creative_manifest": {
    "format_id": {
      "agent_url": "https://creative.adcontextprotocol.org",
      "id": "display_300x250"
    },
    "promoted_offering": "Winter Sale Collection",
    "assets": {
      "banner_image": {
        "asset_type": "image",
        "url": "https://cdn.example.com/generated-banner.png",
        "width": 300,
        "height": 250
      },
      "headline": {
        "asset_type": "text",
        "content": "50% Off Winter Sale"
      },
      "clickthrough_url": {
        "asset_type": "url",
        "url": "https://mybrand.com/winter-sale"
      }
    }
  }
}

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Field Descriptions

  • creative_manifest: The complete creative manifest ready for use with sync_creatives or preview_creative
  • format_id: The target format (matches target_format_id from request)
  • promoted_offering: Product/offering being advertised (optional)
  • assets: Map of asset IDs to actual asset content, matching the format’s assets_required specification

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Workflow Integration

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Typical Generation Workflow

  1. Build: Use build_creative to generate/transform the manifest
  2. Preview: Use preview_creative to see how it renders (see preview_creative)
  3. Sync: Use sync_creatives to traffic the finalized creative
// Step 1: Build (generative format)
{
  "message": "Create a display banner for our winter sale",
  "target_format_id": {"agent_url": "...", "id": "display_300x250_generative"},
  "creative_manifest": {
    "format_id": {"agent_url": "...", "id": "display_300x250_generative"},
    "assets": {
      "promoted_offerings": {
        "brand_manifest": { /* brand data */ },
        "inline_offerings": [ /* products */ ]
      }
    }
  }
}

// Step 2: Preview (using the output manifest from step 1)
{
  "format_id": {"agent_url": "...", "id": "display_300x250"},
  "creative_manifest": {
    /* output from build_creative - includes all assets */
  },
  "inputs": [{"name": "Desktop view"}, {"name": "Mobile view"}]
}

// Step 3: Sync (if preview looks good)
{
  "creative_manifests": [{ /* approved manifest from build_creative */ }]
}
Key insight: The manifest carries everything. promoted_offerings (if required by the format) is included in creative_manifest.assets for build, flows through to the output manifest, and is available in the output for preview. No need to pass it separately at each step.

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Examples

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Example 1: Pure Generation (Generative Format)

Generate a creative from scratch using a generative format that requires promoted_offerings: 
{
  "message": "Create a display banner for our winter sale. Use warm colors and emphasize the 50% discount",
  "target_format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_300x250_generative"
  },
  "creative_manifest": {
    "format_id": {
      "agent_url": "https://creative.adcontextprotocol.org",
      "id": "display_300x250_generative"
    },
    "assets": {
      "promoted_offerings": {
        "brand_manifest": {
          "url": "https://mybrand.com",
          "name": "My Brand",
          "colors": {
            "primary": "#FF5733",
            "secondary": "#C70039"
          }
        },
        "inline_offerings": [
          {
            "name": "Winter Sale Collection",
            "description": "50% off all winter items"
          }
        ]
      }
    }
  }
}
Response: 
{
  "creative_manifest": {
    "format_id": {
      "agent_url": "https://creative.adcontextprotocol.org",
      "id": "display_300x250"
    },
    "promoted_offering": "Winter Sale Collection",
    "assets": {
      "banner_image": {
        "asset_type": "image",
        "url": "https://cdn.creative-agent.com/generated/banner_12345.png",
        "width": 300,
        "height": 250
      },
      "clickthrough_url": {
        "asset_type": "url",
        "url": "https://mybrand.com/winter-sale"
      }
    }
  }
}

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Example 2: Format Transformation

Transform an existing 728x90 leaderboard to a 300x250 banner: 
{
  "message": "Adapt this leaderboard creative to a 300x250 banner format",
  "creative_manifest": {
    "format_id": {
      "agent_url": "https://creative.adcontextprotocol.org",
      "id": "display_728x90"
    },
    "promoted_offering": "Spring Collection",
    "assets": {
      "banner_image": {
        "asset_type": "image",
        "url": "https://cdn.mybrand.com/leaderboard.png",
        "width": 728,
        "height": 90
      },
      "headline": {
        "asset_type": "text",
        "content": "Spring Sale - 30% Off Everything"
      },
      "clickthrough_url": {
        "asset_type": "url",
        "url": "https://mybrand.com/spring"
      }
    }
  },
  "target_format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_300x250"
  }
}
Response: 
{
  "creative_manifest": {
    "format_id": {
      "agent_url": "https://creative.adcontextprotocol.org",
      "id": "display_300x250"
    },
    "promoted_offering": "Spring Collection",
    "assets": {
      "banner_image": {
        "asset_type": "image",
        "url": "https://cdn.creative-agent.com/resized/banner_67890.png",
        "width": 300,
        "height": 250
      },
      "headline": {
        "asset_type": "text",
        "content": "Spring Sale - 30% Off"
      },
      "clickthrough_url": {
        "asset_type": "url",
        "url": "https://mybrand.com/spring"
      }
    }
  }
}

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Example 3: Transformation with Specific Instructions

Adapt a creative for mobile with specific design changes: 
{
  "message": "Make this mobile-friendly: increase text size, simplify the layout, and make the CTA button more prominent",
  "creative_manifest": {
    "format_id": {
      "agent_url": "https://creative.adcontextprotocol.org",
      "id": "display_300x600"
    },
    "assets": {
      "background_image": {
        "asset_type": "image",
        "url": "https://cdn.mybrand.com/bg.jpg",
        "width": 300,
        "height": 600
      },
      "headline": {
        "asset_type": "text",
        "content": "Discover Our New Collection"
      },
      "body_text": {
        "asset_type": "text",
        "content": "Shop the latest styles with free shipping on orders over $50"
      },
      "cta_text": {
        "asset_type": "text",
        "content": "Shop Now"
      }
    }
  },
  "target_format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_mobile_320x50"
  }
}
Response: 
{
  "creative_manifest": {
    "format_id": {
      "agent_url": "https://creative.adcontextprotocol.org",
      "id": "display_mobile_320x50"
    },
    "assets": {
      "banner_image": {
        "asset_type": "image",
        "url": "https://cdn.creative-agent.com/mobile/banner_mobile_123.png",
        "width": 320,
        "height": 50
      },
      "headline": {
        "asset_type": "text",
        "content": "New Collection - Shop Now"
      },
      "clickthrough_url": {
        "asset_type": "url",
        "url": "https://mybrand.com/new"
      }
    }
  }
}

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Key Concepts

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Transformation Model

build_creative follows a manifest-in, manifest-out model:
  • Input: Creative manifest (can be minimal or complete, includes required assets)
  • Process: Transform/generate based on message and manifest assets
  • Output: Target creative manifest ready for preview or sync

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Pure Generation vs Transformation

  • Pure Generation: Provide minimal creative_manifest with just the format_id and required input assets (like promoted_offerings for generative formats). The creative agent generates output assets from scratch using message as guidance.
  • Transformation: Provide complete creative_manifest with all existing assets. The creative agent adapts existing assets to the target format, optionally following guidance in message.

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Integration with Other Tasks

  1. build_creative → Generates manifest
  2. preview_creative → Renders the manifest (see preview_creative)
  3. sync_creatives → Traffics the finalized manifest
This separation allows you to:
  • Build once, preview multiple times with different contexts
  • Iterate on build without re-syncing
  • Preview before committing to traffic